 Three years ago, maybe I would have said charcoal's a fad. Crazy enough, the data is showing that it's not going away, and it's still one of the fastest growing segments in oral care. Now, the important thing to know is when charcoal rushed to market, there was no regulation. And there's something called an RDA, which is the abrasivity index of your toothpaste. It's basically like, think of sandpaper on a piece of wood. How hard is that sandpaper that's gonna basically strip the enamel and remove stains from your teeth? And enamel doesn't grow back. So the issue with charcoal early days was high RDA. It was stripping your enamel. It was too abrasive. You know, there are detoxifying properties in charcoal naturally. It is still a great whitening agent. And for people who love it, you just wanna make sure you're not using something that's too high on the RDAs.